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Developing a Corporate Blogging Strategy That’s Engaging and Insightful

Michael Hemsworth
August 21st, 2013
A corporate blogging strategy doesn’t have to be as difficult to create as it might sound because there are a variety of ways to dive into the community that will help expand your brand in many positive ways. One of the biggest mistakes when it comes to corporate blogging is delivering content in a rather uniform and robotic fashion; the content being posted is being consumed by a person, so talking to them as opposed to at them can instill confidence that your brand respects them and their time.

Moving forward this notion of content delivery, the topic of engagement is a crucial element to any corporate blogging strategy -- big or small. Taking the time to talk with readers and followers regarding the content itself or other relavent topics can increase the respectability of your brand in the larger picture. A brand that listens and responds to comments or criticisms is one that’s committed to building a following based on quality rather than quantity, which in itself can yield other positive results.

When drafting a corporate blogging strategy, it’s imperative to include scheduling to help avoid letting the presence turn into a digital ghost town. Talk with your brand’s team to decide what posting schedule will work best and stick to it. Post consistently to help establish a base of followers that will visit the blog on a regular basis to read the new content. A visitor that stops by on more than one occasion to find content that’s several weeks old is more likely to remove it from their rotation, so posting with regularity can help avoid this.

Generating traffic to a blog might seem impossible, but taking the time to market it accordingly can help to make this a nonissue. Share new articles with followers on social media, ask for opinions from readers and always take the time to respond when someone has a question or comment. Building a corporate blog on the basis of accountability and consistency is one of the most important aspects to establish and support a healthy presence in the blogosphere.

Check out Trend Hunter’s Business Trend Report for more insightful content that can help a brand effectively keep tabs on need to know information.